Men’s beauty market is bubbling with excitement. Men have become style experts, they can now control their appearance, and they put forward their own aspirations to wellness and sophisticated beauty. Virginie Corbasson, Head of Sales & Business Development at the Carlin agency, deciphered the emerging trends on this market and the prospects they open for cosmetics brands in a conference she presented at the 2015 Beyond Beauty show.
In Virginie Corbasson’s own words, the Carlin creative forecasting agency is specialized in deciphering consumption phenomena and transforming this prospective analysis into creative avenues to explore (colours, textures, design, new concepts), formalized each season with the publication of trendbooks.
As she came to the show to develop a few aspects of her analysis of men’s beauty trends, she described a market with a huge potential, covering both hygiene and makeup, and which grows 1.5 time faster than women’s beauty market. The average shopping basket (€92 per year) is rising, and if men buy cosmetics less often than women, they spend more each time they do.
Right now, the market is driven by Asia and the United States, where it shows a 3% growth. And forecasts for 2016 are very promising.
Once the background had been presented, Virginie Corbasson started by evoking the relationship men have with their own appearance and the societal deciphering of its main changes, before providing details on three major profiles that will boost consumption by 2016 and giving some avenues worth exploring on how to meet expectations for each of them.
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